As the features of Tesla's Full Self Driving (FSD) option have improved over time, Tesla has also increased the cost of the package.
FSD was priced at $5,000 in April of 2019, and its cost has slowly increased to the current $12,000. The last price increase was in January 2022.
While many drivers find the included Autopilot (the stripped-down version of FSD) feature to be sufficient for their daily highway driving needs, one can’t deny that FSD has the potential to be a life-changing product that places an AI-powered chauffeur behind the wheel of your car.
For those confused by the terminology, Autopilot currently features the ability for the car to maintain its lane (Autosteer) while using Traffic-Aware Cruise Control to maintain a set speed (and slow down or stop for slower traffic/hazards).
While it works better than many lane-keeping assist options from other car manufacturers, it still requires the driver to make lane changes (and take navigational actions like make a turn or obey a traffic light). It is effective primarily on highways and lacks the ability to navigate cities/towns.
For those seeking automated lane changes or city driving, one has to upgrade to the FSD package (and hope they have a sufficient safety score to enter the FSD Beta trial). Until now.
For those interested in more automation and less driver input without breaking the bank, it appears that Tesla will once again offer a mid-tier package called Enhanced Autopilot (EAP) that features some of the abilities of FSD.
Tesla used to offer Enhanced Autopilot and FSD as separate packages, but 2019 Tesla restructured their offerings and included a slimmed down version of EAP free with every vehicle.
At that point, EAP was removed, and the FSD package became the only driver asisst add-on.
Tesla has now brought back the EAP option in Australia for roughly half the price of the FSD package.
Enhanced Autopilot includes everything in basic Autopilot and adds on Navigate on Autopilot (automated lane changes and on ramp/off ramp navigation), as well as Smart Summon and AutoPark.
Noticeably absent from EAP is city/town navigation with navigation skills like obeying traffic lights, turning corners, and navigating traffic circles.
For those who seek an automated highway driving experience that dramatically lessens the driver’s attention-load, EAP might be priced as a more affordable option for Tesla owners.
It should be noted that Autopilot, Enhanced Autopilot, and FSD still require the driver to maintain both hands on the wheel at all times and be ready to take over driving immediately.
Tesla has prepared us for a slower sales year, but just how slow may be showing up on social media. No, I’m not talking about X, which is where 99% of Tesla news comes from, but social platforms owned by a guy that Elon Musk once wanted to fight.
Tesla advertising has been shown on Mark Zuckerberg's Facebook and Instagram accounts. While Musk has talked about utilizing more conventional advertising for more than a year, Tesla has only sporadically shown up on a few digital avenues; now, it appears to be a full campaign.
The Return to Meta and Zuck
The year 2018 marked a significant moment in Tesla's history when Elon Musk, in a move reflective of his disdain for Facebook amid the Cambridge Analytica scandal, deleted Tesla and SpaceX's Facebook pages, both of which boasted millions of followers. Fast forward six years, Tesla has reinstated its presence on Facebook and launched advertising campaigns across Meta-owned platforms.
BREAKING: Tesla has rejoined Facebook and is officially doing paid advertisements on the platform for the first time ever. Tesla originally removed its FB page 6 years ago.
Facebook has over 3 billion monthly active users, or approximately 37% of the global population. pic.twitter.com/InaYLqUnM5
Musk is now paying Tesla money to a guy he challenged to a cage match and once joked/threatened to drive by his house and fight him. There are two takeaways here: Meta is a dominant force in online advertising, and Musk is willing to do whatever it takes to advance Tesla’s mission to a sustainable future.
Embracing Traditional Advertising Amidst EV Market Changes
Tesla's advertisements, including ads on Cars.com, which highlight the Model Y, demonstrate the company's adeptness in utilizing Meta's sophisticated targeting capabilities to reach potential customers. Tesla's avoidance of traditional advertising was once heralded as a visionary move, saving the company billions and contributing to its mystique.
However, the electric vehicle landscape has evolved, with early adopters now equipped with their chosen EVs, making it imperative for Tesla and its competitors to reach a broader audience. Tesla's advertising initiatives on Facebook, Instagram, and YouTube reflect this strategic adjustment, aiming to capture the attention of potential buyers beyond its core fanbase.
Despite Elon Musk's historically critical view of advertising and his complex relationship with the social media advertising sphere, Tesla's foray into paid advertisements represents a significant evolution in the company's marketing strategy. This shift acknowledges the necessity of diversified marketing approaches in sustaining growth and expanding market reach in the contemporary automotive landscape.
Tesla appears to be planning an ambitious project to build a private 5G network. This initiative would revolutionize connectivity for its vehicles and the robot, Optimus, as well as any other plans the company is likely to develop in the future.
Innovative Job Posting Reveals Big Plans
Although now removed, a recently spotted job posting for a Cellular Systems Integration Engineer on Tesla's career page shed light on the company's intentions. The role demands expertise to elevate Tesla's vehicle and Optimus robot connectivity, promising to push the boundaries of low latency and high data rates.
Tesla's journey from 3G to the anticipated 5G upgrade will bring about ultra-reliable communication and high-speed data transfer, crucial for over-the-air software updates, autonomous driving features, and real-time data analytics. These communications could be product to product, such as vehicles communicating with each other or with other products such as Optimus. However, the job posting also talks about products being able to communicate with Tesla’s internal 5G network. It’s not clear whether the private network would be internal such as at a Gigafactory, or a broader network out in the world.
Tesla is pursuing an internal 5G network for product communication
The Strategic Role of Private 5G Networks
Deploying its private 5G network, Tesla aims to create a seamlessly connected environment in its manufacturing facilities, research labs, and outdoor spaces. This infrastructure is not just about enhancing vehicle connectivity; it's also pivotal for the operational efficiency of the Optimus robot in various scenarios, including warehouse operations.
Tesla's foray into private 5G networking places it in an advantageous position in the automotive and tech industries. This strategic move aligns with the global trend towards adopting private 5G networks, which promise to revolutionize industries with their reliability and speed. Tesla's efforts to develop a private 5G protocol stack that integrates with any cellular infrastructure globally will set new industry standards.
With 5G, Tesla vehicles and Optimus robots will benefit from significantly reduced latency, offering under 5 milliseconds compared to the 60-98 milliseconds of 4G networks. This technological advancement is expected to enhance the functionality and responsiveness of Tesla's products, paving the way for advanced autonomous driving capabilities and efficient robot operations.
Tesla's interest in developing a private 5G network is a logical step. By building an infrastructure that supports the fastest connectivity standards, Tesla is preparing for its vehicles and laying the groundwork for sophisticated robotics applications. This endeavor reflects Tesla's ongoing commitment to innovation and its role in shaping the future of transportation and automation.
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